this, phil, what did you think? >> i think it's a great idea. >> larry: you liked it right away? >> yeah. i mean, he had to convince me. he said 12 million kids skateboard, 9 million play baseball. is that correct, joe? >> yeah. >> larry: more kids skateboard than play baseball? >> it's part of pop culture, don't you think? my kids love it. and they're 4 and 7. >> it's just a whole lifestyle now, it's completely -- all over the world -- >> larry: would you say, phil, that you guys, and lady, are open to anything? are you always interested in proposals? >> sure, we're always looking at more hip, edgier things. what's fun stuff. i think we have a fun lifestyle. we're a lot more conservative than people think. but we always want to be involved in what's happening now, what's in the future. and i think it's ingenious what joe did. he's giving a lot of kids something to do, keeping them productive. news hero of the week on cnn. it's a great honor.